‘There's definitely been a return to less technologically driven products’: Bose president Raza Haider talks releasing $99 wired earbuds with no app or AI, and why they're only here because his daughter thinks they’re cool
‘There's definitely something larger happening.' Bose president Raza Haider on releasing $99 wired earbuds with no app, Bluetooth or AI in 2026 — and how his daughter’s approval is what got the product over the line
Bose recently introduced an affordable $99 wired earbud model, coinciding with a resurgence in popularity for wired earbuds. Bose President of Premium Audio, Raza Haider, discussed the new product and the trend in an interview. Haider credits the team for identifying the shift in consumer preferences towards less technologically driven products and privacy concerns.
He believes this trend is driven by a desire for simpler, more reliable audio experiences and a return to nostalgia. The new wired earbuds feature ANC, an inline remote, and a retro design, but do not include an app or AI integration. They have sold out in pre-orders in the US and are now available for purchase in Europe.
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